As the owner, Foxx intends on guiding the creative direction and lend his entrepreneurial spirit to help expand the brand. BSB’s new packaging signifies a turning point for the brand, anchoring its position as the nation’s premier flavored whiskey with the style and sophistication to suit any gathering.

“We are extremely fortunate that Jamie was introduced to our brand at one of his legendary parties,” said Sean M. Penn, CEO of BSB Spirits. “I have no doubt that Jamie will lead BSB to new heights. We can think of no better creative force than Jamie, and we look forward to watching him introduce BSB to the world.”

BSB-Brown Sugar Bourbon was founded back in 2016 in the state of Washington. BSB is currently available nationwide online and at the finest retailers. BSB is distributed nationally by Southern Glazer’s Wine & Spirits.